When considering what marketing tasks you should delegate or outsource, ask yourself the question, "What ‘hat’ am I wearing?"
Are you wearing a $20 per hour hat? A $200 per hour hat? Or a $2,000 per hour hat? When working with attorneys, our goal is to show them how to eventually spend most of their time wearing a $2,000 or more per hour hat.
Now before you say, "Stephen, that’s ridiculous, no one is going to pay me $1,000 per hour", notice I did not say you would be billing someone $2,000 per hour. What I am referring to is how to "leverage" your time, talent and expertise so that you are spending a growing percentage of your time on tasks that give you a massive return on investment (ROI)!
For example, if you are a business attorney, speaking to a group of 20 CPAs who work with small to mid-sized companies is a highly leveraged opportunity that could produce dozens of qualified leads for your law firm. Another example of the power of leverage is meeting with a financial advisor who has a thriving practice specializing in helping high net worth individuals invest their millions and is actively seeking to establish a close relationship with an estate planning attorney that has technical expertise in asset protection. This can result in hundreds of thousands of dollars in revenue to your law practice!
Whenever an attorney comes to me asking how much time they should spend each week writing their monthly newsletter or blogging or on Facebook and LinkedIn I tell them that they are asking the wrong question. The better question is, "How can I best leverage my limited time and talent to receive the best ROI and who can I either delegate or outsource the rest of my marketing efforts to?"
In tomorrow’s post, I’ll discuss the other three options of: delegate it to a staff member, don’t do it, or outsource it to a company that does it for you.
FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started
In less than a few hours a month, you can produce an effective electronic newsletter, also known as an “E-newsletter.”
An E-newsletter is a customized electronic newsletter that is commonly used in business, but rarely in the field of law. If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.
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